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Chuck Leavell Education. (2011) Chuck Leavell ('Growing a Better America.')

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Us 9, Atlanta 4, Rosalynn 4, Mama 3, Gibson 3, Dell 2, At&t 2, China 2, Anniston 1, Groton 1, The Atlanta 1, America 1, Texas 1, Brose Lane 1, Owego 1, Cnn 1, Lincoln 1, Nick 1, Coca-cola 1, New Green Cnn 1,
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  CSPAN    Book TV    Chuck Leavell  Education.  (2011)  
   Chuck Leavell ('Growing a Better America.')  

    December 11, 2011
    2:15 - 3:00pm EST  

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lincoln is thanking him for giving him policy of tyson somewhat. so all of the evidence is right there. it's not that hard to find. it's all in the library of congress available to any researcher. >> host: dr. leonard, thank you for your time today. this is about 45 minutes. [applause] >> good evening. how's everybody doing? so great to be here. i really appreciate the opportunity to come here and share some thoughts with you and tell our stories to you. i have had the pleasure of coming to events at the atlanta press club in the past. i've always enjoyed it. heard some great speakers and it's a true honor to have the podium here for a minute or two.
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suez you know and it's been noted by gene, my real job is that i'm a musician. as i could sell you a little story about that. however to play the piano comes to be a professional musician. i learn by listening to my mother appeared almost on a professional or a teacher or anything like that owego piano in the house and she played for family in china. and she was pretty good. so now i was the baby of the family and my brother and sister when i was young, five, six years old groton school. often it was just me and i'm in the house. so i love listening to replay a night say mama, play me something. and she would oblige. sometimes she would get me up there and say chuck, you do something. make up a little melody. she would show me some quarters and simple melodies and things. finally after a year or so i was really enjoying this is starting to learn the estimate pretty
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good. i had this epiphany that this is what i wanted to do for the rest of my life. made up my mind. i wanted to be a musician. i was so excited. i was about seven years old and i went to find another intolerant about this. is that mama, mama. she said while wow shack of a robert upcoming sun. is that i've made a big decision. she said will take it deep to than just tommy was undermined. i think mama, i've decided i want to be a musician when i grow up. mom is not about adamantine honey, you can't do both. [laughter] boy was she ready. i'm still struggling with that two word phrase, responsible adult. i'm not sure about that. you guys know the difference between a musician and a municipal bond?
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municipal bond eventually matures. emig's money. [laughter] but this evening i am not here in my capacity as musician, but in my capacity and the other rows of life. in particular common interest in the environment, but also as a force and honoring tree farmer. so what in the world is a rock 'n roll piano player going around talking about these things? somewhat in the world is he doing partnering with advertising and public relations guru to put together an environmental website called another nature network? others a simple answer for this, a very logical answer. it's on my wife's old. brose lane, my wife's family has been connected for tending forest land. and also just as being good stewards of the land, having a passion and respect for the
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land. and by the way, rosalynn was going to be here tonight, but she got a little ill and couldn't make it. i like to brag on her and talk about her. she is in a better three quarters to call her. my partner in crime and by the way this year we celebrated our 30th wedding anniversary. that's not too bad. [applause] thank you. we get a lot of comments about that. people say 30 years coming here in the entertainment business, how the world has become not? what is your secret? i tell folks that simple because marriage is much like photographic film. it has to be developed in the dark. [laughter] so when i was dating -- for navigating the farmer's daughter in the early 70s and as we begin to get serious, the time came i had to go and meet the fire in the family. i said guys might imagine i was a 20-year-old young hippie rock
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'n roll piano player with hair down to here and a beard and i was more than a little bit nervous that day. fortunately all did work out quite well and rosalynn family welcomed me with open arms if perhaps with some curiosity and more than a little bit of concern i'm sure. but going back even further than that, those of us that are children of the 60s they think we all remember the cultural social revolution going on during those days and certain environments with some of the part of that. i think that was probably my first awareness. remember the time smokestacks are spewing horrible things down into the air. fat areas and manufacturing companies are putting terrible things into her water is coming rivers, oceans. there is quite a protest against these things. and i think to a degree those protests brought about some very positive change. the epa was born.
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rules and regulations came into place. i think there is just a new attitude towards our environment so that attitude made torment a little while as i pursued my career and time that rosalynn and her family. as we go out to the place, to the country on the weekends and holidays and spend time at them and i got to know them better, their love and passion entries back for the land began to rub off on me. and then in 1991, rosalynn's grandmother passed away, leaving her a thousand acres of land in the house that we call the homeplace. now it became my responsibility to carry on this heritage, generational heritage's stewardship of the land. and i did not take this lightly, though i must admit i didn't know a lot about it. i was unprepared, so i decided i'd better prepare myself and i took a little self-education
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journey. i wanted to do the right thing by the family, the right thing by the land. so i went to the library nightshirt hunter checked out books on land use. i asked landowners what they were doing was telling him why that way. but to meetings and seminars eventually enrolled in a correspondence course when i was touring with the fabulous thunderbirds. some of you might recall texas blues band with a hit record all tough enough. remember that? and so i worked with the tea birds for about a year and a half and that's how long it took me to get through the correspondence course. i would do the homework in the back of the bus or in the dressing rooms are afraid to chance to do so. when i finished it, i began to have a bit of confidence numbers and in land use and issues. and we have discussed a number of things to do within the land. again, it was a diversified farm. that road crops, cattle and some timberlands. but i kind of realized looking
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into other options like pecan trees coming ushers.com but all of those things require light of day to day work on my part. and we couldn't really afford to hire a manager who wanted to do this ourselves anyway. but the more i read and learned and studied him for a street, became fascinated with that. for one thing, it did fit my situation. i could pursue my career as a musician. it didn't require so much day-to-day work and it's a very long-term view of the use of the land and i kind of like that idea. i had to remind myself with that marvelous thing called a piano comes from its given me my career and livelihood from the resource of wood. so many other musical osterman's come from that reasserts as we all now. and treason for us to so much more for us. they give us materials to build homes and schools and churches and offices. materials for books and
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magazines and newspapers. there's some 5000 products that we'll use that have some element of trees in them. and they do more than that. the cleaner air, cleaner water. they provide home and shelter to all manner of wildlife. and they do something else to for all of us i think. they gave us a wonderful place to propose and think about our lives. ralph waldo emerson once so eloquently said that in the woods we return to reason and faith. so rosy and i decided that this would be our mission and argues that the land. we begin to manage your land, plants and trees and managed not only for the trees, but for the biodiversity that exists on the landscape. and this led to advocacy work. the first book i put out called for evergreen, history and hope of the american forest because i felt there was a lot of
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misunderstanding about forest management and i wanted to put in on his face it. where we've been, where we are and we were going. that led to a children's book, to treat primary, which is a lot of fun to meet in the most recent release they have tonight called growing a better america, which addresses smart growth, factory at 310 million people in this country, 400 million by 2040 or before an tremendous pressure on natural lands. in some loss of her naturally is due to that pressure and how he might be all to do with it of course is the subject of that book. and you know, as i would record or tour with some of these artists that i worked with, rolling stones and eric clapton and george harrison and some of the other artists and i would start talking about trees. these guys are sometimes scratched their heads. here he goes again. always the trees. but when we really engaging conversation about these things
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in these issues, believe it or not, nick and keith and eric all have the same concerns for our environment that we do in so many other musicians and not to send people in the entertainment business to share a deep concern about our environment. and so then, one day this guy that i had kind of become friends with, that happens to be in the advertising and public relations business calls me up on the phone and says chuck, what are you doing? is that i'm just hanging. why? he said are you in town places if you happen to be in atlanta. he said come by the office. i've got kind of a crazy idea but i want to discuss it with you. i said all right, sure. so i show up there and he says the same. i represent some pretty big name clients. coca-cola, dell computer, at&t, the companies. these companies come to mean anything really big changes in the way they do business, the way they treat their energy use
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and made some really positive changes in their part to save and they want to get these messages about what they are doing out over the internet. he said look, i have no problem whether ford television, print media, i've got that down. but i've been doing this research and looking around and i just can't find something i feel comfortable with. can you tell me anything? i said well, jewel, i think you're probably right, man. there's some decent types out there and i thought about it and we went through a few on the screen. i simply know what, you're right. there's no iconic side. there's nothing that stands head and shoulders above the rest, it covers all aspects of the environment, does it in a fun and engaging way. doesn't try to preach at you. just gives you good information. i told him this is my point of view and he said, well, what to build it?
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i said hi? what do you mean build it? he said adding build it. he says i think i can get the resource and to feel coming with me i'll resign my position and will start a company together. well, i was shocked and scared, but i was intrigued. so this is the story of how the odd couple of the rock 'n roll guy and the public relations advertising guru come together to form the mother nature network, mmn.com. and this has been an amazing journey for me and i've learned so much work in ritual and the incredible staff to get this information up and running and keep it current and keep a changing and find the important stories out there. learned so much on this journey and i'm truly grateful for the ride. and so, to flesh out the story of his own dave, please welcome our dear, dear friend, ceo,
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president of the mother nature network, my pal, my partner, joe babbit. [applause] >> chuck is so modest. i always say and i made it for my heart, it's such a privilege to be a partner of his. everybody i think takes that it's a privilege because he's with the rolling stones. that's only an advantage when you're looking for tickets and stuff. last night but from a spiritual and human standpoint, it's totally different reasons. it's because he is the greatest guy in the world and really just a great partner. i told you is going to tell the story. you still don't mind? when i talk about modest, and because even though it's totally
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untrue and i've been accused of just yelp that so i can recognize opposites attract. but in terms of modesty, i must say chuck called me several months ago when he said hey, i'm going to be in town. she once had lunch? said the outcome on media owns. so we were about having lunch and i see this guy at the reception area anyways and it's an older man who is being retired and was a friend of mine years ago. of course it wasn't, you know i don't think. but anyway he came over and i said this is chuck leavell. this is so-and-so. he said was going on? he set a system is someone here at 12 in the college is going to be 15 minutes late. i said sit down with this beauty said chuck, your client scholes? he thought it was so the advertising business so he said no, i'm a musician.
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and you know, sitting there with me probably thinks he's playing a smith sold by her or holiday inn lounge or something. but chuck wouldn't say. he wouldn't come out and say it. and that the guys at a musician, which he played? piano, keyboard. what kind of music you played? mainly rock 'n roll. i'm crawling under the table. you play by yourself replete with abandon? he said that the bad most of the time. it just goes on. you i'll play around here? was played here a few times, yes. the guy says with the name of the ban, i'll ask my kids, and maybe they've heard of it. the rolling stones. that's good. really with the name of the band? [laughter] finally check admitted to a played with. but aside pulling teeth. i would've announced it enough for a second. of introduction.
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but he has been terrific. in addition to being a great guy, also a great partner because he's so committed to the environment and really is a large part of the conscience of the site. so back to check story, let me just tell you the reason there is this void that i think existed is because of this. you have this little group of scientists, at the base and experts a few years ago were the only people that cared about the environment or the most part. nobody else cared. the website start for that group. eventually, it became so popular that it evolved into a means to movement. soccer moms, business people, teenagers, college students. it became a mainstream movement. but the websites never evolved in the same way. if they really focus on that crew.
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they were all very technical, very academic and political most of them. and mainstream people would be going to these sites and they are aware of their head. no one can understand anything. so we thought there was an opportunity to fill that void and that's really how the stars. so you know what? now, this was -- hold on. believe it or not this is the first remote control i've seen where you have to turn the remote control on with the remote control. [laughter] and serious, i've never seen that. i do not do it. here, okay. so would you admit it's not that i don't how to do it. you've got to china sign. so that was the void that we thought. i may last a little over two twd half years ago. january of 09.
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it is designed for mainstream audience, many comprehensive, easy to understand, engaging and nonpolitical. and that was the model that we went in with. and here is the result. so this is the lakeside. i do not familiar. alexis is one of the leading ranking services and internet on my amazon. so in their environmental category they have 7080 site. this is worldwide government size nonprofit everything. we are now number three in the world. [applause] we just surpassed the epa and the national park service. and way ahead of hearst and discovery in nature conservancy and everybody else. the only two about us is no and care. so we don't know how much higher we can get in this thing with that kind of competition. a couple years ago we were a
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number like 3000, which i thought was really good at that time and we've moved to to and chuck mentioned our staff and really it's unbelievable. i do think just as the site for this ideas that atlanta is really -- we talked about how great it maintains all the time or try to and i don't think enough attention is given to the media part, the press part. it's really the center that people don't recognize. yes you have cnn and turner condi via web m.d., weather channel, cumulus media. hopefully -- it's a great place to start up business because there's so much talent out there that it came from cnn and turner and cox and web m.d. and weather channel and we pay them half what they were making mao came over. [laughter] little choice in the matter.
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no really, dear here. emily murphy i especially want to recognize and cheese are managing editor anniston a fantastic job. we have a tremendous staff. 70% of our content is original by the way. a very unusual as e-mail. this desire business. we've had 10 consecutive quarters of growth. 20% plus. we reach almost 3 million people every month now and so the next quarter is about to end at the end of this month and we will have had our 11th consecutive quarter. this is going to end at some point. and i'm very concerned because you can keep going like this. [laughter] i have to come up with some other kind of graphic chart. we have been coming in now, as we are introduced we spent no
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money in advertising because they know it doesn't work because they wasted everybody else's money learning that lesson. but the new green cnn, a great article by time that we were voted the best green bag u.s.a. sustainability in fact company in a bloomberg for environmental site that wallow in scientific jargon. so we have had tremendous success on the sponsor product. the only reason i've mentioned that is not because who they are, but it has a relevance to this audience in a very big way and i'll show you why. this is how we do sponsorship. this is our content arrangement if you will. so we've got eight different but recall channels and 32 different
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categories within those. each of these categories is sponsored by one individual company for an entire 12 month term. so take this as example. so this is a computer category. there may be 8000 pages in that category. you can go to while a thousand pages 24/7, 365 and you see advertising or marketing for any company except dell. this is gadgets and electronics. this is at&t, same thing. maybe 10,000 pages. that's fitness and well-being. and it is by the way a lot of people in this industry is a quite effective they have an editorial? they have no on editorial. everyone i talk to when we are pitching them says wait a second. you know if our company did something bad by mistake and it's possible that story would
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appear on the same areas that were sponsoring. i said no its not possible. it's definite. it will happen. if we lose credibility we've lost everything. so we really strive to be a very disciplined about that. but tell you the truth. i'll tell you right now but georgia-pacific. i hope there's nobody here from georgia-pacific. the greatest company in the world for us one of our biggest supporters, but the day before is supposed to sign a contract with them we had a story about toilet paper being bad for you, which i still don't understand editorially, but they happen to be the largest with a paper the world. not good timing, you know. nonetheless, they accepted they didn't want to be with someone incredible wasn't credible to their benefit at the end of the day. so the other thing about this model is that it is not just this exclusivity.
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it is not advertising in the traditional sense. so i give you this example. this is the unit used by sponsors. what it is the spy video interactive bosses. these are two or three minutes long. they are not commercials. do much for and informative. like coke uses bears for climate change program. give it back as a program for the boys and girls club. this is products they have it done as a sweetener senate and hydration calculator. and then there's a connection connection to facebook on their site which is that positively. if it's much more corporate communications, pr, executive disability, thought leadership and it is advertising. you can see from the sponsors we've gotten into in a half years that a lot of people want to do that kind of stuff. your site is so clean and
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well-designed. and i appreciate that, but a lot has to do with the fact we don't have regular advertising like everybody else. the reason i say this is so so relevant to this audience is when you have these discussions about content, paying for content, you know, "the new york times" were they decided to start paying for content was such a major subject. ever and said there's no way you can make money on the internet unless you charge for content. everybody said that. it's true if you leave your advertising model the same. but everybody just made that assumption. they said you can never make money because of you know, they said this is going to stay the same. let's assume that. therefore you have to charge for content. they never thought what if you change this terrible? in this parable has allowed us to make money while providing a very good service and value to our sponsors. i think it is much more effective. 100 times more effect it.
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i just used that statistic. it was a well researched statistic. [laughter] but seriously at about the multiple lists, but it's very much -- i can tell you that our sponsors get a lot more value from this format than they do traditional advertising. they pay a little more, but they get a lot more. and i think that if a message about all the sites that because the muster the weather channel, maybe cnn, google, you've got to the billions of people to make money selling on a cpm basis for those of you who are familiar with that model. most of you in our journalists, but you very much affected by the advertising market and it's all sold on a cpm basis. and if you sell cpm's, you won't make many of us are doing billions of pages, unless you change the way you do it. and we've come up with a way that's to have to everyone's benefit. so that's it.
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[laughter] i appreciate the time and i'm glad we were asked to do this. it's also an honor to do it for me. as chuck said with the atlanta press club by the tenets of any meeting. the thank you for your time. [applause] >> we request that she raised her hand. that's how you get on c-span. [laughter] >> a question for chat. any thoughts on gibson guitar's legal problems. >> what a strange thing that was. for those of you may not know, the united states raided the gibson guitar company and shut them down because they were buying would from indiana and
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making guitars here in the united states but that would. it is the squarely thing i've ever heard of in life. i think it's a disturbing policy really been that should never happen in my opinion. so that is my feeling. i think it's ridiculous. if that's the law, the law ought to be changed. [inaudible] [laughter] >> the first guitar i ever bought was a gibson guitar back in 65% by income of 64. and i'm not worried about that now. i think this story has broken out and giving people like to think about and hopefully this kind of silliness was not. >> i really respect what you do in the fact you're using journalism to share the work here in a way that people can understand. but on the flipside, i am
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interested in the role that pr played in the success of the site because i know you're a pr person and i know he's amazing and i'm interested in knowing how that was to you. >> well, it was very important because we spent no money in advertising. we relied entirely on pr. i will say that it helps when your partner is with the rolling stones. [laughter] i was choked it is just me who it via my kids school newsletter father starts new business, as opposed to time and fortune. but which have, he's more than a pretty face. he really knows his subject. i mean, you see some of these people in advertising tacking about some subject and it paid a million dollars that had no idea what they're typing about. they go up there and record some commercial.
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chuck is the most knowledgeable -- he was that there were senators senators,, scientists and is exactly what he's talking about. to use the word authentic college is overused these days, but that has been a major part of our business. you know, how else do you get the word out there? there's only so far the word of mouth. i've always said peter is much more effective than advertising because it's much more credible. we've been very fortunate in that regard. >> out of sam pretty good at faking it. by the way, i did mention this. chuck has a role in an upcoming billy bob thornton movie called jayne mansfield's car, which is about neither. [laughter] but i think chuck has one line to robert duval. he pried this the same line over and over. we sit on the plane.
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i forget the line. it was four or five fours. it was like he was rehearsing shakespeare's one-mile luck or something. one is that coming out? >> is robert duvall. i didn't want to mess up anything. i think it'll be out next fall. there's not a release date set yet, but that is a billy told me that he would be late next year. it is a script that really stars then, cowrote and directs and its marvelous and funny and serious and you're all going to really enjoy it. be sure that it is, billy called me. we've been friends a long time and he said i need to be in. and in this movie. anything you guys and i said i think i can help you. i found some guys who auditioned and got the gig. he was grateful and called me back and said hey man i worked out. we have a soda keyboard spot. you know, they used to sometimes have older guy. [laughter] i said i can do that. so he graciously put me in
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advance that there's this other line. you get to say only one line and it's a short scene, but you get to do it to bobby duvall. i'm in for that man, no doubt. [inaudible] >> i can't remember it. >> you have to wait for the movie to come out. >> from a revenue standpoint come you don't do the ad network thing. it's all specifically sponsored perception? >> it is. but before joel gives the correct answer, let me say what we discussed this, one of the things we both decided was we were really not wanting those flashy ugly pop-up ads that just continue to distract you can spin around, looks silly and are a pain in the to deal with. social came up with this. >> we take no advertising from anybody that is not a sponsor. we use no ad network can we are
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approached all the time by ad networks to say you're not selling 100% -- we've done well, the roughly 100%, so they say will take a rest and sell it for you. but we say no, we can't do it that way. they say that's the way everybody else does it. that's why we're not doing it. so it's not that wayne has made a big difference. it takes a little bit of discipline qaeda which i have very little of normally, but it has worked out for the best. it's a better thing for everybody. for the sponsors, visitors, for as and i'm glad we've do not that way. yes. >> high, kind of a continuation to that point. this has been a wonderful success. have you thought about expanding into other areas like an abandoned global conference or publishing or other kinds of
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properties, whether their revenue-generating or not to expand the brand into this kind of various cliques >> well, yeah. we looked at everything. i come up with at least 10 ideas every day, which are immediately shot down. but we have looked at, you know, there's a tremendous opportunity with children's books and games, you know, so they are a "sesame street" taught letters and numbers and colors and then there was the door at that teaches different languages. bernie. i'm not sure what he teaches, but no one is taking that position in environmentalism and it the most important thing for kids and teachers with the name mother nature. it's like the authority we talked about that.
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i will say that we are introducing whether to our site in the next hopefully month and i'll be very, very different than anything else. but we think whether it's a huge area to expand into. we talked about having conference is. you know, we have our priorities and we are trying to do things one step at a time. but i think conferences would be very good. we then looked at one of these cruisers. you know, they have been cruisers like old rock 'n roll bands or authors. [laughter] >> what do you mean old? >> rosie o'donnell cruises. they've got all kinds of cruisers. jewish cruisers, they've got everything. they said why don't you do an environmental crews? it made sense. but you know, there's a million great ideas out there. which i think from a business standpoint is one of the hardest
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things is not coming up with new ideas. it's figuring out which ones do you really focus on. that's hard. >> a bear, gents. he made a very good point, i thought, joel about atlanta had been a place where there is a great media business. so i would like to know how profitable is mother nature network? because they ask in the end it is to stay around and employ a lot of people. a nice to be tightened. how is it going? how are you doing? >> we are doing great. i mean, we are not making billions of dollars, but we are way above breakeven, which after two and a half years is pretty good. [applause] and you know, we're doing relatively very well. if you're making profit these days it's good. and for us to be doing that -- i
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would tell you this. had we used the traditional cpm based on our traffic, we would not be making money. we would not be making money anywhere near we are now. it was because of a change in model that allowed us to be profitable. but you know, we are not wildly profitable, but we are way above breakeven. i find that to be a very positive thing. i think this coming year -- you know, you have to understand the first year i was out there selling and we had no traffic. we had no other sponsors. chris womack from southern company is fair. he's one of our first sponsors. think that he signed on. were the other sponsors? i can tell you. it's very confidential. [laughter] because we had no other sponsors at that time. he believed me. it's easier. it gets easier with the success we've had.
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a new solderless to sponsors now shows good judgment by the way. but it's easier now obviously then it was a year ago and it will be easier a year from now. >> hello. how would you describe your impact -- how would you describe the sites impact on society and your sponsors for having been involved with you and i have to stand behind that message? >> well, hopefully we are getting -- and i think we are coming very accurate information, but doing it in an engaging way. one of the things that is interesting is translating uncle sam. if you go to the epa or noaa for some of these other governmental sites, it looks fake a spreadsheet with a present information. it's very boring and hard to digest the got to get a ruler and trying figure out what
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they're talking about. and so our team day after day after day goes and finds this information, writes a new graphic for it, new headline and makes an engaging and interesting where you can digest and understand it. that's what we really want to do with our fabulous team that works on these things. you know, i am an environmentalist. i think everybody here in this room does. were looking for information, accuracy. echoing change your life and make little sense that the two big steps? that is what our mission is coming to get that information in a way that people can understand it, digest it and then apply it. >> which pages get the most attention and people stay on them the longest of the various categories? the second question is, environmental and business a fad. how you succeed in four years? >> first on terms of the first
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question, pats do unbelievable. pets is amazing. also, as you well know, quirky stories -- like the most important story about iraq and it gets less coverage than what whitney houston eight at rehab% gain, you know. so no figuring that out. but in terms of categories, pets, wilderness and resources, it ecotourism -- ecotourism is taking off tremendously. and those were some of the top categories. transportation is very big. a lot of this has to do also a search engine optimization because not everybody just put the mother nature networks. sometimes they might put in hybrid cars or organic cars. that's a big part of how we get traffic as well. but those to be the top
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categories. in terms of being a fad, when we started this 2.5 years ago, i can tell you how many people came up and said yes it's hot right now, but it's going to be gone. not only is it not a fad, it is becoming more and more a part of what we find is acceptable culture. you know, you may have seen this story on the front page of "the new york times" about plastic bags in school you know, everybody used to put their sandwiches in a plastic that. it's an embarrassment now for these kids to come with plastic bags because they feel guilty that their parents are being irresponsible. you know, sales have gone down from tupperware container storage. so not only is it the cultural shift its permanent, by the way, but it is also a demographic shift because the teenagers and young people and where they work as the event -- you know, how
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responsible is the company? it is a major factor in how they go to work. these teenagers you don't want them not you. you have nobody to fix your computers at home. i don't know what to do if you do that. [laughter] >> okay, i've got the mic. well, this is an interesting follow up to what you're saying. we are now seeing i guess a little bit of the backlash. we see statistically that fewer people are believing in global warming, that we've seen a shift in now. and i am just curious to your response to that, that people are suspect that a lot of this. >> well, that is not what i'm finding. i don't know what research you might be referring to, but i can tell you everybody i know cares about the status. my new book has done pretty well off the shelf here immediately.
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a lot of people are concerned about these issues. again, 310 million people, 410, what is after that? you know, we have 4.5 million paved and unpaved roads in this country. 260 million vehicles writing those rows. 87,000 planes in the sky every day. 276 cities in our country with over 100,000 in population. anyway you look at it, this is a tremendous amount of pressure on a population, natural lands. and here's a few numbers for you about natural lands. amanda loses between 50 and 100 acres a day. we're in the low end because of the economic downturn. when things are kicking, that's 100 acres a day, every day. the southeast is a old from virginia texas is as almost a miio